"This November, we're launching Battlefield 3. It's going up against the next Call of Duty, which is presently the #1 game in the game industry," he said. "A game that last year did $400 million dollars in revenue on day one. [Battlefield 3] is designed to take that game down."

Riccitiello later compared this holiday's battle between the two games to the Red Sox/Yankees rivalry in baseball and said gamers can expect to see massive advertising campaigns for both titles.

"There will be a couple hundred million dollars of marketing against these two products going head to head. We think we have the better product," Riccitiello added.

EA Games president Frank Gibeau echoed similar comments during GDC last month when he told us: "Everybody loves a heavyweight fight, and that's what this is going to be. We're here to compete."